What is“Development?” 13 officer’s knowledge of Arts and Science may be limited, a lacuna made more dangerous because alumni from 60 years ago with whom he or she is working may have a hopelessly out of date view of the University. Indeed, I have seen drafts of bequest agreements that endow a depart- ment that Arts and Sciences eliminated decades earlier. A good Planned Giving officer can teach you other valuable skills: how to work with elderly people and how to work over the long term. As a dean engaged in development, one has to think carefully about a key question: Who has wealth and who is in a position to give it away? In fact, the majority of the major gifts that I have solicited and received came from elderly people. Learning to talk with elderly prospects can take skill and diplomacy. If you have experience with elderly parents, it can be invaluable. All the vagaries of retirement planning, annui- ties, Florida vacations, Medicare, and, yes, assisted living facilities and nursing homes will become part of your toolkit. Planned Giving special- ists are remarkably patient people who learned to develop relationships between the prospect and the institution over years, even decades. On the whole, planned gifts take a much longer time to develop than annual gifts or major gifts. Whatever name the CFR, Annual Fund, Major Gifts, or Planned Giving go by at your institution, make sure these offices know about the exciting things going on in your college. Take every opportunity to get yourself in front of the University Development staff, especially the MGO’s, to tell your story and answer their questions. You want them to see you and your Arts and Sciences development officer as invaluable resources. Keep the Planned Giving officer informed so that he or she can talk knowledgably to those making up their wills about “seeing the fruits of your giving early.” And know that students are often the best salespersons for the institution, so long as you explain clearly what their role is and select mature, articulate young people. All donors want to believe that they are shaping the future leaders of America. Cultivation and Making the Ask The staff that works so hard on development has one final goal—to raise money, and as much as possible. As the result of careful research,